Campaign Design: Sense Of Water

Sense of Water was a crowdfunding campaign thats goal was to provide the core funding for the design and printing of a highly anticipated photobook of Finnish fine art photographer Susanna Majuri.

At the core of the campaign was the campaign film. The idea was to create a great video not only to encourage people to contribute, but serve as spreadable content that was easy for people to share far and wide.

Directed by Elina PatjasCinematography by Matias NystedtEditing by Elina Patjas and Matias Nystedt

The perks were strategically priced, as lower value perks attracted more total contributions, while higher value perks raised a higher percentage of total funds. Quantity limits and special-edition rewards were also used. Limited “early bird” reward helped building a momentum during the project’s early days.

It was also important to be creative and frame the perks in a way that appealed to the audience. Paola Suhonen from IvanaHelsinki designed an unique ethereal dress inspired by Sense Of Water to support the book. The collaboration got a lot of great discussion around the campaign and raised interest among other than the target audience.

The campaign raised a huge amount of interest both in domestic press and media as international blogs and publications. The sense of water campaign was mentioned in: